顾客逆向行为影响忠诚消费者重购意愿研究——基于矛盾态度的视角

A Research on the Impact of Dysfunctional Customer Behavior on Repurchase Intentions of Loyal Consumers——From the Perspective of Attitudinal Ambivalence

顾客逆向行为广泛存在于服务消费中,对企业产生了消极影响,然而迄今为止,学术界对顾客逆向行为如何影响忠诚消费者重购意愿及其背后原因的研究是匮乏的。一项采用2×2×2混合设计的实验研究认为,顾客逆向行为程度越强,忠诚消费者的重购意愿越低;在同一强度的顾客逆向行为中,高矛盾消费者比低矛盾消费者更易受影响。同时,相比低矛盾消费者,高矛盾消费者的重购意愿更容易受到补救措施的影响。研究同时也揭示了产生这一结果的原因在于忠诚消费者对服务企业的正面态度、负面态度以及矛盾态度的变化。

The dysfunctional customer behavior exists widely in service consumption, it has a negative impact on the business. So far, however, there are very little studies on how dysfunctional customer behavior affect repurchase intentions of loyal consumers anti the reasons behind. An experimental study by applying 2 × 2 ×2 mixed design finds that： the stronger the degree of dysfunctional customer behavior, the lower the repurchase intentions of loyal consumers; higher attitudinal ambivalence consumers are more easily influenced than lower attitudinal ambivalence consumers in the same degree of dysfunctional customer behavior. Meanwhile, the repurchase intentions of higher attitudinal ambivalence consumers are more easily affected by service recoveries, compared with lower attitudinal ambivalence consumers. The study also reveals that the reasons for the results are the positive attitudes, negative attitudes and changes of attitudinal ambivalence of loyal consumers towards service enterprises.